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How to Improve Your SEO with a Web CMS

When publishing content to your website, it’s important to have Search Engine Optimization (SEO) in mind.

Whether optimizing on-page factors such as keywords and meta descriptions, or off-page factors such as inbound links, implementing your SEO strategy starts with control of a flexible Web Content Management System (Web CMS).

3.
Who I Am: Bruce Clay
3
Started optimizing
websites for search
visibility in 1996
2013 Lifetime
Achievement Award
by History of SEO
Advisory Board
Author of “Search Engine Optimization All-in-One For
Dummies” now in its third edition
Co-author of “Content Marketing Strategies for
Professionals”

6.
Here’s the Situation
6
For top rankings and traffic,
your business needs to be the
recognized expert
Search engines rank
websites based on E-A-T
SEO focuses on bot
accessibility and establishing
Expertise, Authority & Trust
It’s a mobile-first world

12.
“Siloing”: Internal Link Architecture
12
Determine
website themes
based on how
people search
Match content to
how people
search
Link together
content on the
same theme
Send the most
link equity to
top-level pages
More info: http://www.bruceclay.com/seo/siloing.htm

13.
Tip 5: Design Navigation Hierarchy
13
A top mistake we see:
linking to too many
pages in main navigation
Only link to important
pages of your site
Use navigation to set
your site themes
Do NOT link every page
to every other page

14.
Tip 6: Become SEO Educated
14
Writing with SEO in mind
saves time and effort
SEO best practices
inform the writing
process
Writers need access to
tools for keyword
research and page
analysis
Include an SEO review
step in publishing
process
More info and the SPA tool: http://www.bruceclay.com/seo/optimize-your-content.htm

15.
Tip 7: Write to Your Target Persona
15
Successful content starts with
the audience
Define personas clearly
Remember, they are often
NOT like you
Write in their language
Match tone and complexity
to your audience
The engines match results
on tone and readability, too
More info: http://www.bruceclay.com/seo/writing-content.htm

17.
Tip 9: Engage with Images & Videos
17
Image stats:
 Colored visuals increase
people’s willingness to read
a piece of content by 80%
 Content with relevant images
get 94% more views than
content without relevant
images
Video stats:
 Including video on a landing
page can increase
conversions by 80%
 50% of executives look for
more information after
seeing a product or service
in a video
More info: http://www.bruceclay.com/seo/using-rich-media.htm

19.
Bonus Tip: Support Social Sharing
19
Tell people
about it
Make sharing
easy
Make sharing
obvious (CTA)
Make sharing
exciting
Build it and they will come? Nope.

20.
Conclusion
20
1. Use keywords in head tags.
2. Use keywords in body text.
3. Use keywords naturally and with variation.
4. Link pages together in a theme.
5. Design navigation with hierarchy based upon how
people search.